The network suggested that the change will help brands “get more impressions for their campaigns at more efficient rates which ultimately drives higher results,” a Pinterest spokesman said.

Advertisers will be able to bid on a CPM basis, and even specify the maximum number of campaign impressions, known as frequency capping, providing brands including JCPenney, The Home Depot and General Mills greater control over how often users are exposed to their promoted pins.

The CPM offering is now open to add advertisers in the U.S. and U.K.

Are you currently advertising on Pinterest? Are you interested in trying out the new options?